Teaching: Digital Marketing: class notes & slides

I also created and taught a class “Internet for first time starters,” at Woodbine race track for backstretch workers.

I taught at the University of Delaware from 1992 – 2014 (with a couple of breaks). I taught undergraduate marketing students for the most part, but also taught 2 MBA electives. My core focus has been how technology has impacted marketing, teaching Digital Marketing (under a variety of names) for 17 years. I have also taught Introduction to Marketing, Retail and Channels, and Advertising Strategy (MBAs).

Social Media Evolution
Key takeaways: We are at a moment in time, we have come far, and we will go far. Which events, and people, shaped the internet and technology as it is today. Why is this important? Examine the state of the social media landscape so we can understand how the different platforms co-exist.

Consumer BehaviorNotes: Consumer BehaviorSlides: Consumer Behavior
Key takeaways: We look at the rapid growth in the use of the internet and social media. We also explore the increasing shift from PC-based access to mobile access. These changes impact consumer behavior, as does the rapid rise in the use of the internet. Consumers are now more empowered through the decision making process, as the internet has become more ubiquitous.

Key takeaways: We are used to living in a society that is governed at a nation-state level. The internet is global and rather chaotic in design. We look at China and Wikileaks, separately, to understand some of the new challenges

Analytics: One-to-One TargetingNotes: Big DataSlides: Big Data
Key takeaways: More data, cheaper storage, better analytics. What does all this mean? How are algorithms changing marketing, and how real is machine learning. We also look at Cloud Computing, and how this changes the costs of computing, and provides additional services opportunities. All this presents privacy challenges that are proving difficult to legislate effectively.

Key takeaways: How did Open Source development go from a “geeky cool” idea to a mainstream product development methodology used in many fundamental technologies? How do ecosystems impact product success, and additional intellectual property issues.